When Aamir Khan showed his "yaara da tashan", Shah Rukh Khan yelled "yeh dil maange more". Since then both the Khans have not only been competing in movies but advertisements as well.
Though not a conscious effort but the Khans have been seen endorsing rival brands of colas, cars and now the DTH services at the same time.
However Aamir feels, "There is no competition nowadays. Every actor is doing ads, and our job these days is not to compete. We are only concentrating on the products we are endorsing! Whenever I endorse a product I see if the product is convenient for consumers. Then I am happy that as a star I am able to attract attention towards the product."
Trying to negate the competition between him and SRK, Aamir also added, "Whenever I do anything I do not see left or right or what other people are doing. My entire concentration is on whatever I am doing."
Perhaps there is no competition between the Khans, be it films, tours or endorsements, but the audiences are certainly "santusht" as they have their favorite stars on their tubes.